Quick Tip:
Using Email Addresses

At this year’s FastTrack to Success Bootcamp, Ilise Benun gave us easy-to-implement strategies for getting email addresses from prospective clients. But she also warned us to be careful how we use those addresses. After all, nobody wants to be accused of sending unwanted, annoying spam.

To avoid being an unwitting spammer – and to increase your chances of snagging your dream client – here’s what Ilise says to do …

Do not add prospective clients’ email addresses to a mailing list for sending regular messages (even your newsletter) without permission. This is spam and will not endear you to them. Instead, use their email addresses to send each of your dream clients a personalized message.

Here’s an example of a non-spam message:

SUBJECT LINE: I enjoyed meeting you at Bootcamp

Dear Ms. Smith,

This is Will Newman. I met you at this year’s AWAI Bootcamp. Thank you for giving me your business card.

I’ve been studying your outstanding website. Because of my background in biochemistry, I thought you might be interested in including this just-published study from Johns Hopkins that relates to your stress-reducing product.

(Give the link to the study. ALTERNATIVES: Offer a new idea, gently indicate a problem, or offer another valuable service.)

I’m offering XYZ Nutritionals a free 1/2-hour consultation, where I can discuss the implications of this research. It’s not a sales pitch. I will also gladly answer other questions you have.

Would you like to schedule a time? (If not now, later is fine.)

(Then sign off with your complete contact information.)

Ilise stressed the importance of ending these emails with a question the recipient can easily respond to.

The Professional Writers’ Alliance

The Professional Writers’ Alliance

At last, a professional organization that caters to the needs of direct-response industry writers. Find out how membership can change the course of your career. Learn More »

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Published: December 4, 2006

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